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The Complete My Album feature is simple: iTunes users who buy single tracks from any given album can opt to purchase the remaining tracks on the set for a prorated price. “For artists that have multiple tracks out, if the album is solid and there’s an offer that makes sense to consumers, they will use it,” Universal Motown senior vice president of digital business development Cameo Carlson said. And the most eyebrow-raising statistic? Fifty-two percent of the album’s sales on iTunes came through Apple’s Complete My Album function. What’s more, 10 percent of the album’s sales were digital, up from less than 1 percent for Wayne’s past titles. Take Lil Wayne’s smash hit “Tha Carter III.” In a rare move, Universal Motown made six songs available for download in the months prior to the album’s release, a full one-third of the 18 tracks included on the final iTunes version of the album.ĭespite the entire album’s being leaked online just weeks before its availability, “Tha Carter III” racked up first-week sales of more than 1 million.

A customer checks out Music Store (on a screen) with Apple iTunes at an Apple store in Tokyo in this Augfile photo.īut in the past few months, labels and artists have begun releasing multiple tracks in advance of an album’s street date to promote new releases, relying in no small degree on Apple’s iTunes Music Store’s Complete My Album feature to convert them into full-album sales - in some cases with striking effectiveness.

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